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Understanding   MASS MEDIA
I. Media sphere (General idea)   <ul><li>Development of Media   </li></ul><ul><li>Technology inventions </li></ul><ul><li>...
What do you mean by the term  Mass media?   <ul><li>The media are channels in which messages can be sent. </li></ul><ul><l...
Types of Media <ul><li>Print media   </li></ul><ul><li>Electronic Media   </li></ul><ul><li>Alt/ People’s Media   </li></ul>
III. Media Exposure (in India)   <ul><li>Although more than half is illiterate  printed word  influences the people. </li>...
Three ways of which media affects . <ul><li>Technological affects : These are  the consequences  that emerge from the very...
In what ways are we influence   <ul><li>Media usually offer easy solution to life’s serious problems. </li></ul><ul><li>An...
Ideas that came to us  mainly through  the media   <ul><li>We developed opinions, viewpoints, and values about many things...
IV. Media influence   <ul><li>Us a lot both  consciously and unconsciously .  </li></ul><ul><li>The media not only influen...
POSITIVE  INFLUNCE <ul><li>Media  globalize our thinking and our relationships .  </li></ul><ul><li>Live communication of ...
<ul><li>Media have reduced  our  power of concentration  </li></ul><ul><li>Media tamper with our needs  </li></ul><ul><li>...
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Influence of media

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Transcript of "Influence of media"

  1. 1. Understanding MASS MEDIA
  2. 2. I. Media sphere (General idea) <ul><li>Development of Media </li></ul><ul><li>Technology inventions </li></ul><ul><li>Modern media: Photography (16 th cent.), Press (1456, Johann Gutenberg, Germany), Cinema (1895, Auguste and Louis Lumiere, France), Radio (1911, Marconi), Television (1942, John Logie Baird, Scotland), Internet (1969.- 90 during Gulf War) </li></ul><ul><li>Mass media is a relatively new comer in the world </li></ul>
  3. 3. What do you mean by the term Mass media? <ul><li>The media are channels in which messages can be sent. </li></ul><ul><li>The media are technical instruments and cultural forms. </li></ul><ul><li>Generally, the Mass Media are aimed at large masses of people separated by place and time. </li></ul><ul><li>Any medium that passes any messages to the masses at the same interval. </li></ul><ul><li>To promote communication with the masses. </li></ul><ul><li>Media is a socio-political, economic and cultural reality. </li></ul>
  4. 4. Types of Media <ul><li>Print media </li></ul><ul><li>Electronic Media </li></ul><ul><li>Alt/ People’s Media </li></ul>
  5. 5. III. Media Exposure (in India) <ul><li>Although more than half is illiterate printed word influences the people. </li></ul><ul><li>Radio is the cheapest form, reaches everywhere; over 98% percent have access. </li></ul><ul><li>AIR, largest network in the world. </li></ul><ul><li>India produces the largest number of films in the world. Fourth biggest industry. </li></ul><ul><li>We had only DD, from 1991 STAR (Satellite Television Asia Region) and a number of other private and cable networks. Today we have nearly 80, 90 channels </li></ul><ul><li>About 56% of careers are media based. </li></ul>
  6. 6. Three ways of which media affects . <ul><li>Technological affects : These are the consequences that emerge from the very structure and power of the technologies used in mass mediated productions. </li></ul><ul><li>Direct affect : Those who directly use and control the media intend these consequences. They are intentional since they are essential to the effectiveness of the media business. </li></ul><ul><li>Indirect affects : These are consequences that are by-products of the above two effects. They are not directly intended nor willed by the ones who control the media but arise as consequences of the structure of media technologies as well as the choices that those in control make in promoting their media productions. </li></ul>
  7. 7. In what ways are we influence <ul><li>Media usually offer easy solution to life’s serious problems. </li></ul><ul><li>Another phenomenon is a kind of Legitimizing of violence and sex. </li></ul><ul><li>Disregard of marital commitment, </li></ul><ul><li>Consider women as sex objects, </li></ul><ul><li>Projection of material comfort as the supreme goal of human life, </li></ul><ul><li>Increasing consumerism and conspicuous consumption, </li></ul><ul><li>Portrayal of western modes as superior to indigenous forms, </li></ul><ul><li>Making universal models of media stars, </li></ul><ul><li>Creating a ‘hunger’ for clothes, cosmetic and junk food and </li></ul><ul><li>Peddling pornography on the net, etc. </li></ul>
  8. 8. Ideas that came to us mainly through the media <ul><li>We developed opinions, viewpoints, and values about many things. </li></ul><ul><li>We would like to buy things, which the media prescribes to us. </li></ul><ul><li>We would develop interest in sports, which is promoted by the media, like we know more about cricket but not much about Kho-Kho. </li></ul>
  9. 9. IV. Media influence <ul><li>Us a lot both consciously and unconsciously . </li></ul><ul><li>The media not only influenced us in the way of dressing but the media Modifies our life styles, our very usages of the works were continued by it. </li></ul><ul><li>Children, teenagers, youth and women are the chief target of the media influence and these various media influence their thinking, affect their value system and are changing the society. </li></ul>
  10. 10. POSITIVE INFLUNCE <ul><li>Media globalize our thinking and our relationships . </li></ul><ul><li>Live communication of facts makes us partake instantaneously in the events of the history . </li></ul><ul><li>The media have great power to inform , </li></ul><ul><li>The media have great power to educate . </li></ul><ul><li>The media have great power to entertain . </li></ul><ul><li>Media are globalizing culture and dominating culture. </li></ul>
  11. 11. <ul><li>Media have reduced our power of concentration </li></ul><ul><li>Media tamper with our needs </li></ul><ul><li>Media create a false sense of well-being </li></ul><ul><li>Violence, horror, thrills are used to mesmerize the masses and hold their attention </li></ul><ul><li>American/Western Colonization </li></ul><ul><li>Media, responsible for increased sexual promiscuity </li></ul><ul><li>Media Imperialism and monopoly </li></ul><ul><li>Media has affected our rhythm of living </li></ul><ul><li>Develops couch potato syndrome </li></ul><ul><li>People live in a fantasy world </li></ul><ul><li>Media helps us to broaden our outlook on life, </li></ul><ul><li>our ways of thinking and behaving. </li></ul>NEGATIVE INFLUNCES
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